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@article{191291,
        author = {Pramod Kumar P},
        title = {Digital Marketing and Technology: Transforming Consumer Engagement in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {6178-6185},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191291},
        abstract = {The rapid digital transformation in India has redefined how businesses engage with consumers, promoting products and driving sales through innovative, technology-driven strategies. With over 900 million internet users and widespread smartphone adoption, digital marketing has become central to consumer interaction, enabling personalised, real-time, and data-driven communication. Social media platforms such as Facebook, Instagram, and YouTube influence consumer behaviour through interactive content, peer recommendations, and viral campaigns. Influencer marketing has emerged as a key tool for retail and FMCG sectors, leveraging trust and authenticity to enhance brand engagement. Mobile marketing and app-based strategies facilitate seamless e-commerce experiences, while AI and machine learning enable hyper-personalisation and predictive consumer insights. The adoption of digital payment platforms further supports precision marketing, loyalty programs, and targeted promotions, creating a holistic ecosystem of consumer engagement. Additionally, SEO, content marketing, and digital storytelling empower SMEs to build visibility, credibility, and emotional connections with audiences. The growing importance of voice search and vernacular content highlights the need for inclusive, language-sensitive strategies in India’s diverse digital market. This study underscores that integrating technology, creativity, and analytics is essential for businesses to remain competitive, foster consumer trust, and achieve sustainable growth in the contemporary Indian context.},
        keywords = {Digital marketing, Social media, Influencer marketing, AI, Mobile apps, E-commerce, SEO, Consumer behavior.},
        month = {January},
        }